1. RICK RADERMACHER
2600 BRIERS NORTH DRIVE, ATLANTA, GA 30360 • 404-435-3779 (MOBILE) • RICKRAD15@GMAIL.COM
http://www.linkedin.com/in/rickrad15
SUMMARY
Creative-driven Marketing/Brand Communications professional, who has developed research-supported, strategically-
focused communications that people remember and talk about. Can manage complexity and chaos with strong
leadership and team-building skills. Combined client-side/agency pedigree fosters understanding and respect for both
corporate and agency processes and personalities, plus the ability to develop trust and consensus. Strong writing/editing
skills. Multi-tasker, good sense of humor, relatively ego-free. Willing to consult for and teach the MarCom-phobic.
EXPERIENCE
BIGELOW ADVERTISING, Atlanta, GA, _ Senior VP/ACCOUNT MANAGEMENT 1/07-Present
Entrepreneurial opportunity managing account service and leading account planning for 25-
year-old agency. Manage/mentor account staff of six. Rebuilt agency’s Media, Public
Relations and back-end Digital capabilities with alliance partnerships. Clients include Doosan
Infracore, AGCO, Coca-Cola, Aaron’s Corporate Furnishings, and Graphic Packaging Intl.
“Corporate Advertising
Executive of the Year
• Dramatically improved strategy and creative output. For Doosan, won nine construction
(Runner-up) - Rick industry awards for creative effectiveness in 13 months.
Radermacher, UPS. For • Developed a relationship marketing campaign directly responsible for 10% of Doosan's
making sure the ground 2008 unit sales. Helped increase the brand's unaided awareness over 20% in two years,
shipping company’s ads with consistent, clever brand communications from print to online to dealer point-of-sale.
successfully • Won the National Agri Marketing Association's 2009 Advertising Best of Show for a
repositioned it as a national print and digital campaign for agricultural machinery manufacturer, AGCO.
strategic partner with its
customers. For ads that UPS, Atlanta, GA (World’s largest package delivery company) 1999-2006
have both corporate
customers and DIRECTOR/CRM PROGRAMS 1/05 – 12/06
consumers thinking of
Selected to spearhead analysis and redeployment of two 10-year-old CRM programs:
UPS differently.”
1) Acquisition - targeted members of large associations and other consolidated groups of
The Delaney Report, potential customers, generating $259 million in annual revenue
January 10, 2005 2) Retention - for UPS’s most important non-national customers, representing 42%
($11.7 billion) of global small package revenue.
• Improved association program value proposition, simplified customer enrollment, and
developed a comprehensive, online-based marketing tool kit. Program became the primary
“‘Race the Truck’ has 2006 customer acquisition initiative, targeting $100 million in new revenue, a 39% increase.
unofficially become the • Repositioned retention effort from a perceived “loyalty” program to an enhanced customer
gold standard for driver care program. Relaunched new Preferred Customer Program in July 2006.
commercials. So • Inherited staff of nine. Improved overall group Employee Relationship Index score 15% in
popular, NASCAR one year. Favorably increased 16 of 25 categories, including Accountability (+40%).
probably would allow
the brown machine to DIRECTOR/US ADVERTISING & MEDIA 3/99 – 12/04
pass inspection.” Responsible for all US advertising. Managed a $150 million budget, all strategic and creative
development, and production of 150+ annual creative executions across all media including
Nate Ryan
Syndicated Columnist broadcast, print, the Web and stadium/OOH. Developed multi-media campaigns for the UPS
September 7, 2002 Brand, The UPS Store, and to activate sponsorships with NASCAR and Dale Jarrett.
• Developed “What Can Brown Do For You?” brand campaign. Brand-to-concept recall
hit 95% in just eight weeks communicating that UPS delivered more than just packages.
The campaign uniquely targeted B-to-B audiences from the mailroom to the boardroom.
Brown launched in the 2002 Olympics, resonating immediately with internal and external
“The UPS ad campaign audiences, and quickly becoming part of pop culture from SportsCenter to Saturday Night
is the biggest thing I’ve
Live. Inducted in 2008 into the Madison Avenue Advertising Slogan Walk of Fame.
done in racing, outside
of winning a • Created the “We want to race the Truck. People love the Truck.” ad campaign to
championship.” support NASCAR/Dale Jarrett sponsorships. Campaign became the talk of racing fans,
embedding UPS in the fabric of NASCAR while celebrating its relationship with Jarrett.
Dale Jarrett NASCAR awarded UPS its Marketing Achievement Award in 2001, the first time a first-
Post-race year sponsor had won this award. Sports Business Journal named UPS the 2001
Watkins Glen, 2001 NASCAR Sponsor of the Year.
• Led three national advertising agencies, one local. Won three Effie Awards in three years.
2. RICK RADERMACHER • PAGE 2
SHEPHARDSON STERN + KAMINSKY, Atlanta, GA _ VP 7/98-3/99
General Manager of Atlanta office of New York-based agency. Managed the $40 million
Southern Company account, including corporate advertising, PGA Tour sponsorship support,
and integrated consumer communications for five subsidiary power companies.
THE WOODBINE AGENCY, Winston-Salem, NC _ DIRECTOR/BUSINESS DEV. 1/98-7/98
Managed 11-person Account Management staff of $13 million agency. Developed new
business strategies, including writing collateral materials. Won four new accounts in seven
months - BellSouth Mobility DCS, Councill Furniture, ALCOA, and Integrated Solutions.
PLC ADVERTISING, Atlanta, GA _ SENIOR VP/ACCOUNT DIRECTOR 2/92-1/98
Responsible for Georgia Power, National Vision Associates (350-store optical chain, The
Vision Center in Wal-Mart) and ALCOA, combined $15 million billings. Also SportsTown, a
31-unit sporting goods retailer, five Hardee's co-ops, and Aladan (latex gloves/condoms).
• Agency income in my group increased by 340% in the first three years.
“The advertising
convincingly conveys
• Led the development of a new integrated in-store, print and radio brand identity for The
the message that Vision Center in Wal-Mart.
Georgia-Pacific has a • Managed over 200 beverage package design projects for Alcoa.
strong future.”
BBDO, Atlanta, GA _ VP/ACCOUNT SUPERVISOR 8/89-1/92
Forbes Magazine Responsible for BellSouth Mobility, Georgia-Pacific, South Carolina Federal Bank,
enRoute Card USA, Sylvan Learning Centers combined $18 million billings.
• Developed an investor relations print campaign to address Wall Street’s concerns about
G-P’s acquisition of Great Northern Nekoosa. Within a week, the advertising had
generated a wave of very positive support from investors, analysts and shareholders.
• Implemented Sylvan Learning Centers’ first national ad campaign, supporting 500 North
American franchised supplemental education centers. In two months, increased
“’More Satisfaction,’ inquiries by 30%, enrollments by 25% with reduced acquisition cost-per-student.
with its upbeat pop
tune, is an anthem for
Lean Cuisine lovers. If DELLA FEMINA MCNAMEE WCRS, Pittsburgh, PA _ VP/ACCOUNT MANAGER 11/80-7/89
you aren’t a devotee Responsible for development and implementation of marketing, creative and media strategy
already, these spots for Stouffer’s Entrees/Side Dishes, Lean Cuisine and French Bread Pizza. Coordinated
make you want to programs for two McDonald’s co-ops, 98 restaurants and 22 owner/operators.
become one. This
campaign is a winner. • Developed the initial post-launch Lean Cuisine” advertising campaign, themed “More
The underlying Satisfaction. Stouffer’s president called it “The best advertising ever done for us.”
message is subtle: the
Lean Cuisine ladies
always get the guy.”
• Developed a unified advertising campaign for Stouffer’s French Bread Pizza that ran for
seven years. Sales increased 25% in the first two years, moving the brand from fourth to
Madison Avenue second in the frozen pizza category.
Magazine
March 1987 PITTSBURGH MARCH OF DIMES _ ASSISTANT EXECUTIVE DIRECTOR. 6/78-10/80
Secured corporate underwriting, recruited and supervised volunteers, coordinated media
promotions and planned fund-raising events. Managed the 1980 Pittsburgh SuperWalk, which
raised nearly $1 million, the Pennsylvania single-day fundraising record.
EDUCATION
DUQUESNE UNIVERSITY • BA/JOURNALISM & MARKETING. Honored as a Top 100 Senior. Varsity
ice hockey. Copy Editor, Staff Writer and Photographer - Duquesne Duke. Worked my way
through college, including as a sports writer for the Pittsburgh Post-Gazette.
OTHER INTERESTING STUFF. OR NOT.
Softball player. Baseball purist. Fantasy football geek. Amateur gardener.
